Friday, 24 April 2015
Thursday, 23 April 2015
Final Magazine Advert
I have kept the same advert as my draft expect by making a few changes. I wanted to add 'pre-order 'static' album now' which I thought would link my digipak, poster and music video to create synergy.
I also added a 'available on iTunes' symbol as this is presented on other adverts I have looked at as well as it being linked to the music rather than solely the tour.
Monday, 20 April 2015
Stuart Hall - Audience Positioning Theory
Encoding and Decoding
Hall says that there are three different positions audiences (receivers) take in order to decode the meanings within cultural texts, particularly televisual discourses. They are the dominant-hegemonic position, the negotiated position and the oppositional position. (Hall 1993, 101)
The Dominant Theory- the reader fully accepts the preferred reading which means they will read the read/view a text the way the 'creator' wanted them to so that the code seems natural.
The Negotiated Theory - The reader partly believes the code and broadly accepts the preferred reading, but sometimes modifies it in a way which reflects their own position, experience or interests.
The Oppositional Theory - the readers social position places them in opposition to the dominant code therefore they reject the preferred reading.
Hall believes that texts have the power to be polysemy (having multiple meanings) allowing readers/audiences to decode it how they like.
Hall says that there are three different positions audiences (receivers) take in order to decode the meanings within cultural texts, particularly televisual discourses. They are the dominant-hegemonic position, the negotiated position and the oppositional position. (Hall 1993, 101)
The Dominant Theory- the reader fully accepts the preferred reading which means they will read the read/view a text the way the 'creator' wanted them to so that the code seems natural.
The Negotiated Theory - The reader partly believes the code and broadly accepts the preferred reading, but sometimes modifies it in a way which reflects their own position, experience or interests.
The Oppositional Theory - the readers social position places them in opposition to the dominant code therefore they reject the preferred reading.
Hall believes that texts have the power to be polysemy (having multiple meanings) allowing readers/audiences to decode it how they like.
Saturday, 18 April 2015
Intertextuality
Iggy Azalea uses the film 'Clueless' as the basis of her music video. The clothing worn in this video is the main intertextual reference in the video to the film. The films acts as a modern remake of the film, almost. The iconic yellow tartan two-piece from the film is a key element in the video and the mise-en-scene in general conveys the 90's style of the film.
Furthermore, the music video opens with a title screen that mirrors that from Clueless and also establishes the theme of the video. Additionally, the video star Iggy choosing her clothing from a tablet which is a modern version of what Cher does in the film, as well as the school location.
Furthermore, the music video opens with a title screen that mirrors that from Clueless and also establishes the theme of the video. Additionally, the video star Iggy choosing her clothing from a tablet which is a modern version of what Cher does in the film, as well as the school location.
Taylor Swift's music video contains intertextuality of the Shakespeare play Romeo and Juliet. The music video has a twist of the stereotypical tale of a girl wanting a boy that doesn't reciprocate the feelings. It plays on the inter textual reference of a girl that can't get the boy because of the way she looks. 'Jock' goes with the 'head cheerleader' rather than the unpopular nerd.
The story has a twist as they end up being together reflecting the Disney story Cinderella as at the end of the video she's dressed in a white dress as she has found her prince charming.
The video, like Cinderella shows that dreams do come true no matter how obscure they seem.
Our Video
In our music video we used intertexuality of the biography of Virginia Woolf we thought this would be effective as like these examples creates a connection with a well known story that people may have been previously interested in. However, upon reflection, this may not have been a good option because it requires a literary background and many people from our audience feedback were unaware of why the stones were there.
Laura Mulvey - Male Gaze
Male Gaze Theory- 1975
How an audience view people presented
Feminist think of it in three ways
1) How men look at women
2) How women look at themselves
3) How women look at other women
Mulvey believes that in film, audiences have to view characters from the perspective of a heterosexual male.
Females only exist in relation to the male (LINK to bechdel test)
Mulvey states 2 functions of the female role
1) Erotic object for characters in narrative view
2) Erotic object for audience view
This is shown in the indie music video Bad Habit by The Kooks
The female character is dancing around seductively along with the cut away shots of her body which function is to please the characters watching her online through the webcam (also showing voyeurism) and also for the audience both male and women because according to this theory women view people in the perspective of the heterosexual male.
She says 'females act as an inspiration for males to act'
Male = active role (the looker)
Female = passive role (being looked at)
Scopophilia - the love of watching which derives from Freuds study of the 'Phyche'
Female objectification
'person gazed at - seen as an object to be enjoyed. Objectified characters are devalued.
How an audience view people presented
Feminist think of it in three ways
1) How men look at women
2) How women look at themselves
3) How women look at other women
Mulvey believes that in film, audiences have to view characters from the perspective of a heterosexual male.
Females only exist in relation to the male (LINK to bechdel test)
Mulvey states 2 functions of the female role
1) Erotic object for characters in narrative view
2) Erotic object for audience view
This is shown in the indie music video Bad Habit by The Kooks
The female character is dancing around seductively along with the cut away shots of her body which function is to please the characters watching her online through the webcam (also showing voyeurism) and also for the audience both male and women because according to this theory women view people in the perspective of the heterosexual male.
She says 'females act as an inspiration for males to act'
Male = active role (the looker)
Female = passive role (being looked at)
Scopophilia - the love of watching which derives from Freuds study of the 'Phyche'
Female objectification
'person gazed at - seen as an object to be enjoyed. Objectified characters are devalued.
Monday, 13 April 2015
Feedback about the Ending
After choosing what we wanted our video to end on we showed some of our peers to gather some audience feedback. They all said that they didn't like the way our protaganist looked at the camera at the end therefore we took this out and had a more ambiguous and dramatic ending.
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